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Fairtrade plans to be not “just about a fortnight” and will use the annual Fairtrade Fortnight campaign to launch a year of scheduled activity to drive further awareness.
The strategy will include PR and online activity, as well as campaigns led by Fairtrade brands such as Maltesers, Cadbury and CaféDirect.
Structured around four seasons, there will be a summer push that will target festivals and school fetes, and an autumn push to drive shoppers in store, rather than just one burst of activity during Fairtrade Fortnight.
Activity will also be increased around World Fairtrade Day in May when the not-for-profit organisation will join with international partners to focus on the links between development and business.
The strategy has a new strapline – ‘Take a step for Fairtrade’ – which is due to be unveiled at the annual Fairtrade Foundation’s Commercial Conference this week.
The idea is to encourage consumers to take a step by step approach to switching to Fairtrade products across all categories throughout the year.
According to Barbara Crowther, Fairtrade’s director of policy and communications, the concept will educate people about Fairtrade alternatives that they may not be aware of, and will encourage them to do one more thing for Fairtrade.
The strapline will launch in time for the next Fairtrade Fortnight, which takes place from 27 February to 11 March 2012.